Segmentation and Data.

After the review, we segmented 20,000 contacts into “engaged”, “unengaged”, and a “quarantine” pool for low value addresses. We then used a mixture of techniques, like throttling, re-engagement campaigns and data cleansing, to reduce the unsubscribe rate from 5.69% to 0.25%, reduce bounce rates and stabilise their sender reputation.

Journey and Content.

The BbA team expanded the client’s seven generic linear sequences in to dynamic, persona-driven journeys. We built out more than 23 pieces of high value content for these, including infographics, top tips, ungated case studies and surveys, embedding them into landing pages and video use cases. This allowed us to capture full end-to-end user behaviour. We also introduced interactive elements to help uncover audience insights and accelerate sales conversations.

Ongoing Support and Optimisation.

Alongside evidenced output, we conduct manual bi-monthly account reviews to benchmark performance and reinforce content delivery, segmentation and journey logic. We’ve also replicated winning video-driven sequences in the client’s broader marketing channels and website.

Results Achieved.

Since October 2024, we’ve increased their content score from 43 to 80+, reflecting more engaging and on-brand creatives.

Thanks to our ongoing efforts, unsubscribe rates have been slashed by 95%, from 5.69% to an average of 0.25%.

We’ve created more than 23 pieces of value-added content for the client, resonating with their target audience and allowing them to use it to ease conversations and negotiations.

The high value URL hits have grown monthly average from 1,800 to 3,766 - with one month spiking at 9,473, representing a 5 x increase in meaningful engagement.